G.O.A.T. Burger and Waterfront Market launch limited-edition Hammour Sando

G.O.A.T. Burger and Waterfront Market have launched a limited-edition collaboration that brings fresh, market-sourced hammour into burger form. According to a joint announcement by Waterfront Market and G.O.A.T. Burger, the G.O.A.T. Hammour Sando runs from May 6-22, 2026, available at a dedicated pop-up at Waterfront Market and across all G.O.A.T. branches in the UAE.

What is the G.O.A.T. Hammour Sando?

The G.O.A.T. Hammour Sando represents a direct market-to-plate approach, using fresh hammour sourced straight from Waterfront Market traders. This isn't just marketing speak — the collaboration literally starts at the seafood trading floor, where Waterfront Market handles over 600 tonnes of fish daily across 260+ varieties.

"Collaborating with Waterfront Market to source our seafood straight from the traders opened up a new creative lane for us, inspiring a fish burger with flavour pairings you don't usually see on a burger menu," explains Sultan Kayed, G.O.A.T. Burger's founder. The partnership taps into growing consumer demand for traceable ingredients.

The timing makes sense. Waterfront Market has been promoting its Market-to-Table concept, in which customers select seafood, have it cleaned on-site, and eat it at waterfront restaurants. This collaboration extends that concept into the broader Dubai dining scene through one of the city's best burgers brands.

Where can you try the collaboration?

The main experience happens at a dedicated G.O.A.T. Burger pop-up inside Waterfront Market, running the full duration from May 6-22. The pop-up offers tastings with waterfront views, letting diners see where their ingredients come from.

If you can't make it to the market, the G.O.A.T. Hammour Sando is available at all G.O.A.T. Burger branches across the UAE during the same period. The brand operates five locations: Dubai, Abu Dhabi, Al Ain, Sharjah, and Fujairah.

Waterfront Market sits near Dubai International Airport, with major transport links, making it accessible to both tourists and residents seeking authentic market experiences.

Why this collaboration makes sense

This partnership addresses real shifts in Dubai's dining scene. Mohammad Al-Madani, Waterfront Market's Associate Director, notes that "diners want to understand where their food comes from, and this collaboration brings that to life for burger lovers."

Waterfront Market operates as Dubai's strategic sourcing hub, supplying award-winning chefs and restaurants with premium ingredients. The facility sources from over 80 local farms and imports globally, with its seafood trading floor being particularly busy.

For G.O.A.T. Burger, founded in 2021 and grown from 9 to over 100 team members, this represents creative menu development beyond standard burger offerings. The brand has experience with Dubai's homegrown F&B movement and understands local market dynamics.

Should you make the trip?

If you're curious about market-to-plate dining or want to try something genuinely different from standard burger fare, this collaboration is worth experiencing. The limited timeframe (just over two weeks) and unique sourcing story make it more than typical promotional food.

The Waterfront Market seafood scene has proven popular with both residents and tourists looking for authentic Dubai food experiences. Adding a quality burger brand to the mix creates an interesting middle ground between fine dining and street food.

For families or groups with mixed preferences, the collaboration offers something different without requiring commitment to a full seafood meal. The pop-up setting lets you explore the broader market while trying the featured dish.

Dates and locations

The G.O.A.T. Hammour Sando collaboration runs from Wednesday, May 6, until Thursday, May 22, 2026. Visit the pop-up at Waterfront Market for the full market experience, or find it at any G.O.A.T. Burger branch across the UAE. Pricing wasn't announced in the initial launch details.

Frequently Asked Questions

What is the G.O.A.T. Hammour Sando?

It's a limited-edition seafood burger made with fresh hammour sourced directly from Waterfront Market traders, created in collaboration with G.O.A.T. Burger.

Where can I try the G.O.A.T. Hammour Sando?

It's available at the G.O.A.T. Burger pop-up at Waterfront Market and all G.O.A.T. Burger branches across the UAE.

When is the G.O.A.T. Hammour Sando available?

It is available from Wednesday, May 6 until Thursday, May 22, 2026.

What is Waterfront Market?

Waterfront Market is Dubai's largest fresh food market, offering over 800 varieties of produce with more than 800 traders. It handles over 600 tonnes of fish daily and features a Market-to-Table dining experience.

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